| Allan Gorman Offers Tips on Better Branding Allan Gorman, in keeping with his fierce campaign to rebrand himself into a wizard of branding techniques, offered the following Ten Commandments of Brand Delight at a joint meeting of the New Jersey Advertising Club and the Art Directors Club of New Jersey October 17 at the Kenilworth Hotel in Cranford. - Re-invent your business purpose to the creation of customers.
- Understand where you stand as a brand.
- Consider that everything is your brand.
- Be a THAT (instead of just one of them).
- Define and refine your own unique story.
- Develop a great mind trigger.
- Dress your brand for success.
- Drip, drip. Drip your messages (like a leaky faucet).
- Overdeliver on your promises.
- Cult . . . ivate and nurture their loyalty.
Allan Gorman is president of BrandSpa, a branding specialty firm in Montclair and is the author of the highly acclaimed Briefs for Building Better Brands. return to December 2005 Adtalk | 
